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CAMBRIDGE INTERNATIONAL EXAMINATIONS
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GCE Ordinary Level
MARK SCHEME for the October/November 2013 series
7096 TRAVEL AND TOURISM
7096/12
Paper 1 (Written Paper), maximum raw mark 100
This mark scheme is published as an aid to teachers and candidates, to indicate the requirements of
the examination. It shows the basis on which Examiners were instructed to award marks. It does not
indicate the details of the discussions that took place at an Examiners’ meeting before marking began,
which would have considered the acceptability of alternative answers.
Mark schemes should be read in conjunction with the question paper and the Principal Examiner
Report for Teachers.
Cambridge will not enter into discussions about these mark schemes.
Cambridge is publishing the mark schemes for the October/November 2013 series for most IGCSE,
GCE Advanced Level and Advanced Subsidiary Level components and some Ordinary Level
components.
Page 2
1
Mark Scheme
GCE O Level– October/November 2013
Syllabus
7096
(a) Identify three visitor markets being targeted by the Italian Tourist Board.
Paper
12
[3]
Award one mark for the correct identification of each of three from:
•
Russia
•
Brazil
•
Poland
•
China
•
India
(b) State and explain two factors that are likely to encourage Italians to spend more on
domestic tourism.
[4]
Award one mark for the identification of each of two valid factors and then award a second
mark for an appropriate explanatory comment about each. Correct ideas include:
•
•
•
•
•
•
Economic recession (1) – limited disposable incomes for overseas travel (1)
Disposable income (1) – can only afford to stay in Italy (1)
Increasing costs (1) – due to fall in value of Euro (1)
Higher unemployment (1) – fall in demand (1)
Unrest in nearby destinations (1) – safer at home (1)
Marketing/promotional campaign (1) – encourage Italians to stay (1)
Credit all valid reasoning in context, following the 1 + 1 × 2 = 4 format.
Must consider what the factor is and why does that make domestic tourism more
likely.
(c) The photograph in Fig. 1 shows some of Italy’s historic buildings that attract visitors.
Explain why many of these historic attractions have introduced the following services:
•
a gift shop
•
tour guides
•
pre-bookable tickets
[6]
For each service, award one mark for a descriptive statement about the service and a
second mark for explanation of how this service meets the attraction’s objectives.
Gift shop
•
Demand for souvenirs
•
Increase revenues
•
Themed merchandise is promotional
•
Attract more customers/compete/market share
Tour guides
•
Control/manage visitors
•
Avoid sensitive areas
•
Increase revenues
Pre-bookable tickets
•
Prevents queues
•
Reduces congestion
•
Better customer service
Credit all valid explanatory comments.
© Cambridge International Examinations 2013
Page 3
Mark Scheme
GCE O Level– October/November 2013
Syllabus
7096
Paper
12
(d) The older parts and central areas of many historic cities have been pedestrianised
(motor vehicles are not allowed). Explain three ways in which this may have helped to
improve the visitor experience.
[6]
Award one mark for the identification of each of three valid ways and award a second mark
for an appropriate explanatory development about each. Correct ideas will include the
following:
•
•
•
•
•
•
Increased safety (1) – no traffic hazards (1)
Less pollution e.g. air (1) – no traffic fumes (1)
Noise (1) – unable to hear Tour Guide (1)
Greater accessibility (1) – easier to move around (1)
Less congestion (1) – not restricted to pavements (1)
Better views (1) – easier to take photos (1)
Credit all valid reasoning, following the 1 + 1 × 3 = 6 format.
(e) With reference to one visitor attraction with which you are familiar, discuss the ways
in which it is accessible to disabled visitors.
[6]
Actual details will vary with the nature of the attraction chosen but generic comments, not
related to an identifiable attraction, will be subject to a 4 Max limit. Expect to see reference
made to aspects such as:
•
•
•
•
•
Ramps/lifts
Car park access
Wheelchair hire
Audio tours
Tactile signage etc.
Use level of response criteria
Level 1 (1–2 marks) will identify up to two valid ways, providing some detail but will be
mainly descriptive.
Level 2 (3–4 marks) can be awarded for an analysis of selected ways, clearly indicating
suitability for disabled tourist needs for at least two of them.
Level 3 (5–6 marks) can be awarded for a discussion about provision in the named
attraction and this will probably be related to disabled tourist suitability. The better answers
will have a reasoned conclusion.
Example Louvre in Paris
Everything from the parking area to the museum is accessible to a handicapped visitor.
Visitors with physical disabilities have priority and can enter without waiting in line (L1). If you
enter through the Pyramid, an elevator is available to take disabled visitors and those with
limited mobility down to the reception area (L1). If required, can borrow a manual wheelchair
at the information desk, in exchange for a piece of identification and you do not need to
reserve in advance (L2). The Louvre provides an informational map, listing accessible
entrances and areas of the museum, available in French and English. It also has a program
of guided tours for hearing- and visually-impaired visitors. There are accessible bathrooms in
the Hall Napoléon, as well as in the three wings of the museum, which means facilities are
available throughout and helps the Louvre to become an attraction accessible to all (L3).
© Cambridge International Examinations 2013
Page 4
2
Mark Scheme
GCE O Level– October/November 2013
Syllabus
7096
(a) State the following:
Paper
12
[3]
Award one mark for the correct identification of each of:
Climate = Tropical not sub-tropical
Time
= Behind
Country = Honduras
(b) Identify four adventure tourism activities that thrill-seeking tourists can book through
the travel company.
[4]
Award one mark for the correct identification of each of four activities from:
•
surfing
•
mountain biking
•
volcano trekking
•
zip wire rides
•
kayaking
(c) Identify and explain three ways in which the travel company is helping to promote
sustainable tourism in El Salvador.
[6]
Award one mark for the identification of each of three valid ways and award a second mark
for an appropriate explanatory comment about each. Fig. 2 clearly indicates the following:
•
•
•
•
ecotourism sea trips (1) – raising awareness (1)
use local guides/trained staff (1) – community employment (1)
the profits from tours go directly to supporting rural families (1) – direct economic
benefit (1)
help preserve rainforests, endangered sea turtles and a spectacular coastline (1) –
conservation (1)
Credit all valid reasoning based on Fig. 2 ONLY, following the 1 + 1 × 3 = 6 format. Also,
candidates can only explain that which they have correctly identified! Do not credit
training.
© Cambridge International Examinations 2013
Page 5
Mark Scheme
GCE O Level– October/November 2013
Syllabus
7096
Paper
12
(d) Tourism development in countries such as El Salvador can create a variety of
economic impacts. Explain why developing a resort hotel complex is likely to generate
the following:
•
Direct employment
•
Indirect employment
•
Import leakage
[6]
For each economic impact, award one mark for each of two explanatory statements, such as:
Direct employment
Creates jobs – 1 mark. They must then be specific to type of job for further marks
•
Hotels need staff
•
Both full- and part-time
•
Variety of front and back of house positions
Indirect employment
•
Multiplier effect
•
Demand for products and services
•
Food for restaurant, laundry etc.
Import leakage
•
Occurs when tourists demand standards of equipment, food, and other products that the
host country cannot supply
•
Especially in LEDCs, food and drinks must often be imported, since local products are
not up to the hotel's (i.e. tourist's) standards
•
Much of the income from tourism expenditures leaves the country again to pay for these
imports.
© Cambridge International Examinations 2013
Page 6
Mark Scheme
GCE O Level– October/November 2013
Syllabus
7096
Paper
12
(e) Assess the services provided by retail travel agencies that make them popular with
leisure travellers.
[6]
This is set in the context of travel agency products and services meeting customer needs.
Candidates are expected to be aware of the chain of distribution and the fact that agencies
provide the following:
•
•
•
•
•
•
Accessible (high street locations and out of town)
Brochures and additional information e.g. visa/health
Opportunity for help and advice (most customers value face to face contact)
Ancillary services (car hire, insurance etc.)
Promotion of special offers
Offer security via ABTA, ATOL etc.
Use level of response criteria
Level 1 (1–2 marks) will identify up to two valid services, providing some detail but will be
mainly descriptive.
Level 2 (3–4 marks) can be awarded for an analysis of selected services, clearly indicating
suitability for leisure traveller needs for at least two of them.
Level 3 (5–6 marks) can be awarded for an assessment of services in terms of leisure
tourist suitability. The better answers will have a reasoned conclusion.
Example
Many people will make use of a local travel agency for a variety of reasons. The fact they are
often found on local high streets means that they are conveniently accessible, particularly for
individuals without use of the Internet (L2). Their window display promotions are used to
highlight special offers and different types of deal will be featured when available (L1).
Customers may obtain a variety of ancillary travel products/services when booking their
package holiday (L1). For example, travel insurance will be offered at the time of booking to
provide cover against loss/injury whilst away. Some people will find it most convenient to
make all their arrangements at the one time (L2). However, it is the personal contact that
customers really appreciate. At the agency, staff can check availability and answer questions
about destination/facilities and provide advice about all travel requirements. Indeed,
depending on the location, passengers can seek advice about transport/transfers to the
departure point and arrange hotel accommodation all through their local agency (L3). In
effect, travel agencies have evolved into being one-stop travel shops and this is one of the
main reasons why people continue to use them (L3).
3
(a) Identify the three Asian destinations, apart from Shanghai, that are served by Air
Mauritius.
[3]
Award one mark for the correct identification of each of:
•
Hong Kong
•
Singapore
•
Kuala Lumpur
© Cambridge International Examinations 2013
Page 7
Mark Scheme
GCE O Level– October/November 2013
Syllabus
7096
Paper
12
(b) Air Mauritius operates scheduled air services to many destinations. In the table below
circle the four operating characteristics that apply to long haul scheduled air services.
[4]
Award one mark for the correct identification of each of:
•
Operate regardless of load
•
Run to a fixed timetable
•
Offer flexible ticketing
•
More than one class of travel
(c) With reference to Fig. 3 (Insert), explain two reasons why Air Mauritius is introducing
this new service to Shanghai.
[6]
Award one mark for the identification of each of two valid reasons, as is clearly indicated in
Figure 3, and award a second/third mark for an appropriate explanatory contextualisation of
each, such as:
•
•
China has market potential due to its thriving economy (1) and there is growing demand
for outbound tourism (1) and already serving Hong Kong (1)
Tourism generates 10% of Mauritius GDP with Europe supplying 2/3rds of visitors (1).
Economic downturn in Europe (1) threatens this and so need to maintain/increase visitor
numbers (1).
Credit all valid reasoning in context and mark to candidate’s advantage following
1 + 1 + 1 × 2 format.
(d) The Mauritius Tourism Promotion Authority (MTPA) was established in 1996 and
works in partnership with local organisations to promote Mauritius as a destination
overseas. Explain three ways in which the MTPA is likely to promote tourism in
Mauritius.
[6]
Award one mark for the identification of each of three valid ways and award a further one
mark for an appropriate explanatory comment about each, such as:
•
•
•
•
•
•
Develop website (1) – worldwide access in use 24/7 (1)
Establish familiarisation trips (1) – host travel agents/journalists to give firsthand
experience of the destination (1)
Attend trade fairs (1) – showcase country and destinations and give out information (1)
Media campaigns (1) – advertising via overseas offices to develop key markets (1)
Advertisements/brochures (1) – how/where distributed (1)
Sponsorship (1) – raise awareness (1)
Credit all valid reasoning in context, following the 1 + 1 × 3 = 6 format.
There must be reference to a worldwide audience
© Cambridge International Examinations 2013
Page 8
Mark Scheme
GCE O Level– October/November 2013
Syllabus
7096
Paper
12
(e) Discuss the reasons for the development of luxury spas in destinations such as
Mauritius.
[6]
This invites candidates to consider the trend to fitness and wellbeing as part of travel
motivation. There is a strong demand from the leisure travelling public who are adopting a
more health-conscious lifestyle and who are prepared to spend serious amounts of money
on personal wellbeing.
Use level of response criteria
Level 1 (1–2 marks) will identify up to two appropriate types of reason, providing some detail
but will be mainly descriptive.
Level 2 (3–4 marks) can be awarded for an analysis of selected reasons, clearly indicating
how the destination is likely to benefit.
Level 3 (5–6 marks) can be awarded for evaluative comment about the significance/
importance of particular reasons. The better answers will have a reasoned conclusion.
Example
Many destinations have promoted spa tourism there to help attract visitors (L1). The current
trend for health and wellbeing means that many tourists will expect such facilities to be
provided within an international destination (L1). The more facilities offered, the greater the
potential appeal of the destination (L2) and so income generation will increase (L2). This is of
great significance to the destination’s providers. Most 5* properties now offer facilities for
both health and recreational opportunities so that visitors will be provided with more choice of
leisure activity, thus meeting the needs of both customers and providers (L3).
4
(a) In the table below circle three recreational activities usually offered free of charge to
guests staying in large resort hotels.
[3]
Award one mark for the correct identification of each of:
•
Swimming
•
Gym
•
Sauna
(b) Explain two ways in which the activity shown in Photograph B will appeal to families.
[4]
Award one mark for the identification each of two valid ways and award a second mark for an
appropriate explanatory comment about each. Correct ideas will include:
•
•
•
•
•
•
Safe (1) – with resort grounds (1)
Convenient (1) – available on-site (1)
Cultural activity (1) – photo opportunity (1)
Child friendly (1) – pretty decorations on animal (1)
Enjoyable activity for children/family (1) – not expensive (1)
Access for all family (1) – more than one on camel (1)
Credit all valid reasoning in context given, following the 1 + 1 × 2 = 4 format.
© Cambridge International Examinations 2013
Page 9
Mark Scheme
GCE O Level– October/November 2013
Syllabus
7096
Paper
12
(c) Explain two types of customer service training that the member of staff in
Photograph A is likely to have undertaken.
[6]
Award one mark for the identification of each of two valid types of training and award a
further one or two marks for an appropriate development and explanatory comment about
each one in the context of photograph A. Correct ideas will include:
•
•
•
•
Languages (1) – deal with international guests (1) and able to communicate effectively
with the customer (1)
First aid (1) – health and safety issues (1) dangerous activity/when using gun accidents
can happen (1)
ICT (1) – using hotel systems (1) e.g. stock control/booking lessons (1)
Customer care skills (1) – dealing with resort internal and external customers (1)
following a code of conduct e.g. welcome guests first, never say no etc. (1)
Must state a type of training and justify
Credit all valid reasoning in context and mark to candidate’s advantage following
1 + 1 + 1 × 2 format.
(d) Large resort hotels will sometimes be used as a venue for private functions, such as
anniversary parties. Explain three services usually provided by hotels for the
convenience of clients hosting these types of function.
[6]
Award one mark for the identification of each of three valid services and then award a
second mark for an appropriate explanatory comment about each. Correct ideas will include:
•
•
•
•
•
•
•
•
•
Function room (1) – privacy (1)
Menu choice (1) – match budget (1)
Private bar (1) – convenient for guests (1)
Decor (1) – arranged to client needs (1)
Disco/entertainment (1) – booking arranged (1)
Reserved car parking/valet parking (1) – specifically for convenience of guests,
secure (1)
Discounted accommodation (1) – guests can stay over at reduced rate (1)
Catering requirements (1) – specific staff allocated (1)
Security staff (1) – ensures safety (1)
Credit all valid reasoning in context, following the 1 + 1 × 3 = 6 format.
© Cambridge International Examinations 2013
Page 10
Mark Scheme
GCE O Level– October/November 2013
Syllabus
7096
(e) Discuss the reasons why hotels monitor their occupancy rates.
Paper
12
[6]
This is very important to hotels for a number of reasons and candidates can consider some
of the following:
•
•
•
•
•
•
To know how many tourists come for tax
To compare with benchmarks
To aid planning and maximise revenues
To pinpoint areas of demand
To identify key market segments and target promotional activity
To monitor the success of past plans/initiatives.
Use level of response criteria
Level 1 (1–2 marks) will identify up to two appropriate types of reason, providing some detail
but will be mainly descriptive.
Level 2 (3–4 marks) can be awarded for an analysis of selected reasons, clearly indicating
how the hotel is likely to benefit.
Level 3 (5–6 marks) can be awarded for evaluative comment about the significance/
importance of particular reasons. The better answers will have a reasoned conclusion.
Example
Hotels monitor their occupancy rates so that they have a clear idea about how well they are
doing (L1). Managers use the information to identify slack periods (L1) and new marketing
strategies can be devised to increase custom (L2). Data can be used to compare
performance between hotels in the same chain and accurate customer details can be used to
help improve customer service (L2). The main use of customer data is to help the hotel
maximise revenues and for setting targets for future performance (L3).
© Cambridge International Examinations 2013